Spotlight

Calgary Marketing Association
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Spotlight – the Calgary Marketing Association's podcast – shines a light on the creative pulse of Calgary’s marketing scene. Each episode dives into candid conversations with industry leaders, uncovering the bold ideas, trailblazing campaigns, and insider strategies shaping the future of marketing. From dissecting brilliant case studies to revealing the stories behind the success, Spotlight blends celebration and education, delivering actionable insights and fresh inspiration.

  1. 5월 12일

    AI Isn't the Advantage. Better Decisions Are.

    AI Isn't the Advantage. Better Decisions Are. (Recorded live from Platform Calgary) Everyone has AI. So why are some organizations pulling ahead while others are just... busy? In this episode, we sit down with five leaders for a candid panel discussion on what actually separates AI winners from AI adopters. Karl Yeh (Chief AI Officer, 0260.ai), Christa Hill (CEO, Tacit Edge), John Hetherington (Founder & CEO, We Deliver Your Vision), Jim Gunderson (VP Operations, Mint Smartwash), Zoe Smith (Market Researcher, Stone-Olafson) The conversation goes beyond prompts, tools, and productivity hacks. Because here's the uncomfortable truth: most people are using AI to do faster what they were already doing. Writing copy. Summarizing reports. Generating content. Useful? Sure. Transformative? Not even close. The real unlock is judgment — using AI to think better, question assumptions, reduce bias, and make smarter calls. The organizations building that capability right now are the ones that will be impossible to catch later. We explore why AI is rapidly becoming a decision-support system, how leaders are building AI-augmented thinking without creating AI dependency, and where marketers and executives keep getting stuck — and how to break through. If you're feeling pressure to "use AI" but aren't sure how it actually drives better outcomes, this one's for you. What you'll take away:How to reframe AI's role in your organization, how to ask better questions and pressure-test your thinking with AI, and where it creates real strategic advantage — not just speed.

    1시간 6분

  2. 5월 5일

    10 Years of SocialWest

    In this episode, we sit down with Mike Morrison — the founder behind SocialNext, Canada's grassroots marketing conference, for a conversation about building something from nothing, surviving a global pandemic, and why Calgary will always feel like home.Mike shares the origin story of Social West, from his early days running "Mike's Bloggity Blog" and teaching small businesses how to use Twitter and Facebook ads, to growing a national conference series now spanning six cities across Canada — Calgary, Halifax, Vancouver, Toronto, Ottawa, and Montreal.We dig into: How Social West became a 10-year overnight successThe hardest business decision of the pandemic: offering full refunds when competitors foldedWhy Mike pivoted to virtual events and sent care packages to attendees across the countryWhat makes Social West different — no ego, no pretension, just real marketers learning from each otherHow the Calgary Marketing Association and Social West are partnering for a special CMA member experience= The acquisition of Marketing News Canada and the vision of becoming the home for Canadian marketers

    35분

  3. 4월 20일

    Can You Force Demand? Trust, Brand and Differentiation in Homebuilding

    Can marketing create demand, or does it simply capture what's already there? The Calgary Marketing Association brought together four experienced marketing leaders from Alberta's home building industry to tackle this question head-on — and the debate gets real. Topics covered include: - Can marketing truly generate demand, or does it capture and influence existing buyers? - How to shift your marketing strategy when the market softens - Brand-building vs. promotions — when to use each and why - Proving marketing's value when half the buyer journey happens offline - CRM best practices and keeping data clean across sales and marketing teams - How to use market data (Environics, BILD reports, permit data) to guide strategy - Aligning sales and marketing teams to reduce friction and finger-pointing - Differentiating your brand and committing to it — even under market pressure Building long-term buyer trust throughout the entire purchasing journey - Targeting buyers by behavioral intent vs. demographics Panel includes: Alex Paisley - VP of Digital at Chatterson Careen Chrusch - Director of Marketing at Mattamy Homes Vanessa Sambrooke - Director of Marketing at Jayman BUILT Megan Starke - Director of Marketing at Anthem

    1시간 1분

  4. 4월 7일

    Show Up, Show Off: How Sleek Signs Cracked a New Market

    With 30 years in the print industry, Jenn has worked every corner of a print shop, from quality control and shipping to graphic design and sales. Now in business development at Sleek Signs, she joins us to share what it really takes to expand into a new city, build a brand from scratch, and sell with confidence when nobody knows your name yet.We talk about Sleek Signs' move from Regina to Calgary, why physical presence is everything when entering a new market, and how the right marketing materials can make or break a sales conversation. Plus, Jen opens up about being a self-proclaimed "non-marketer" who had to learn — reluctantly — that putting your face out there actually works.In this episode:- Why one salesperson calling from Regina wasn't enough — and what changed when Sleek opened a Calgary location- The difference between telling people you're great and actually showing them- How Jenn went from resisting LinkedIn to embracing personal branding- What a "world-class marketing community" really means (hint: it starts with feeling welcome)Whether you're in sales, marketing, or just trying to grow something in a new market, this one's for you.

    33분

  5. 2월 3일

    The Brand Advantage - How Distinctiveness and Trust Drive B2B Growth

    Marketers are often pushed to optimize for short-term performance: more leads, more channels, more campaigns. But as AI reshapes how buyers research, trust and distinctiveness are once again becoming a competitive advantage.In this episode, Chantelle Little, CEO of Tiller Digital, will unpack why brand is making a comeback, how to turn it into a growth lever, and what it takes to create a brand ecosystem that compounds in value instead of expiring after a campaign ends.

    48분

  6. 1월 13일

    The Evolving World of Customer Loyalty

    Loyalty programs are everywhere, but very few actually drive meaningful retention or long-term growth.In this episode, we break down what loyalty programs really do for a business, how they’ve evolved over time, and why many programs fail to move the needle despite good intentions.We dig into the strategic side of loyalty, including the differences between owned first-party programs and third-party platforms, how to integrate loyalty into your broader business strategy, and what to do after you launch — especially when it comes to data.Whether you’re considering launching your first loyalty program or trying to improve an existing one, this conversation focuses on clarity, real-world use cases, and practical takeaways you can apply immediately.

    33분

  7. 2025. 12. 23.

    Understanding the Flawed Logic of Budgeting and Metrics with Amanda Thomas

    In this episode, we chat with Amanda Thomas from Konstruct Digital about what most companies get wrong about marketing budgets, ROI, and ABM.We dig into:• Why cutting marketing spend usually backfires• How attribution really works in B2B• When ABM makes sense... and when it doesn’t• The hidden buying group most businesses overlook• How sales and marketing can finally get aligned• Why “in-market intent leads” aren’t a silver bulletIf you’re trying to justify budget, prove ROI, or build a smarter strategy for 2025, this conversation is packed with practical insight.

    32분

  8. 2025. 12. 23.

    Customers... Your Greatest Marketing Asset

    Case studies are everywhere but not all of them actually help marketers do better work.In this episode, we sit down with Afton Brazzoni from Scribe National to unpack what makes a case study truly effective. From moving beyond surface-level results to telling stories that capture real strategy, decision-making, and impact, this conversation explores how case studies can become tools for learning, alignment, and better marketing outcomes.You’ll hear why strong case studies matter more than ever, how they can be used across teams, and what marketers should be thinking about when documenting their work—whether you’re in-house, agency-side, or leading a brand.

    31분
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예고편

소개

Spotlight – the Calgary Marketing Association's podcast – shines a light on the creative pulse of Calgary’s marketing scene. Each episode dives into candid conversations with industry leaders, uncovering the bold ideas, trailblazing campaigns, and insider strategies shaping the future of marketing. From dissecting brilliant case studies to revealing the stories behind the success, Spotlight blends celebration and education, delivering actionable insights and fresh inspiration.

정보

  • 제작진
    Calgary Marketing Association
  • 방송 연도
    2025년 - 2026년
  • 에피소드
    30
  • 등급
    무삭제판
  • 저작권
    © Calgary Marketing Association
  • 웹사이트 보기
    Spotlight